»Our new international umbrella brand architecture brings clarity to all markets without losing the strengths of the individual brands. This is precisely what brandtouch° has strategically and creatively summed up.«

Michael Eichinger
Head of Marketing, Product & Communications

Zwiesel Fortessa Group

The history of the Zwiesel Fortessa Group began in 1872, and the company continues to shape the world of tableware to this day. With brands such as Zwiesel Glas, Schott Zwiesel, Fortessa and Eisch, the group sets standards worldwide, evolving from a traditional glass manufacturer to an international leader in tableware.

Since 2021, brandtouch° has been accompanying them on this journey: as a global lead agency, strategic sparring partner, creative guide, and orchestrating hub for all stakeholders—from the owner to the international team.

Challenge

A growing brand portfolio needs a new umbrella and a clear direction for the future.

The acquisition of Fortessa Tableware Solutions greatly increased the company’s international relevance and diversity. Glass, porcelain, cutlery – the group became broader, more global, and more ambitious.

Our task: to rethink and reformulate the corporate philosophy, holistically organize the brand architecture, develop a comprehensive corporate design, ensure strong positioning for Zwiesel Glas and Schott Zwiesel, and further develop the entire group’s communications. In short: to shape a powerful, shared future from many strong brands.

Outcome

A shared philosophy and mindset for the whole group
Interviews with employees, management, and international partners provided us with a deep understanding of the company’s culture, ambition, and shared identity.
Based on this, we developed a company-wide philosophy that provides guidance for all brands and brings them together both internally and externally.

A sustainable, international brand architecture
Together with the US team, we reorganized the entire portfolio. Each brand was given a clear role, defined target groups, and precise tasks in the respective markets—from Europe to North America.
The result: a dynamic umbrella that bundles diversity and creates identity—also visible in the new name: Zwiesel Fortessa Group.

A new corporate design for the entire group
We created a visual system that connects the brand house without overshadowing the individual brands.

Today, the Zwiesel Fortessa Group presents itself as a modern, international brand house—with a clear philosophy, a strong visual framework, and brands that stand out globally. With “Sounds like Zwiesel,” Zwiesel Glas speaks an emotional, iconic language, while Schott Zwiesel presents itself as modern, professional, and independent. The Zwiesel Fortessa Group gains clarity, orientation, and future potential.

Outcome

A shared philosophy and mindset for the whole group
Interviews with employees, management, and international partners provided us with a deep understanding of the company’s culture, ambition, and shared identity.
Based on this, we developed a company-wide philosophy that provides guidance for all brands and brings them together both internally and externally.

A sustainable, international brand architecture
Together with the US team, we reorganized the entire portfolio. Each brand was given a clear role, defined target groups, and precise tasks in the respective markets—from Europe to North America.
The result: a dynamic umbrella that bundles diversity and creates identity—also visible in the new name: Zwiesel Fortessa Group.

A new corporate design for the entire group
We created a visual system that connects the brand house without overshadowing the individual brands.

Today, the Zwiesel Fortessa Group presents itself as a modern, international brand house—with a clear philosophy, a strong visual framework, and brands that stand out globally. With “Sounds like Zwiesel,” Zwiesel Glas speaks an emotional, iconic language, while Schott Zwiesel presents itself as modern, professional, and independent. The Zwiesel Fortessa Group gains clarity, orientation, and future potential.

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